Client Service and Satisfaction in Airline Industry Report

This report examines client satisfaction in the airline industry, focusing on a comparative analysis of high-cost (Qatar Airways) and low-cost (Easy Jet) airlines. The study explores the key elements influencing client service quality and gratification, utilizing the SERVPERF model to assess service aspects. The research employs a descriptive approach, gathering data through questionnaires to evaluate client perceptions and identify the factors that contribute to customer experience and loyalty. The objectives include defining client service and gratification, identifying service aspects in both airline categories, and exploring client perceptions. The literature review covers the characteristics of low-cost and high-cost airlines, client service definitions, and the SERVQUAL/SERVPERF models. The methodology outlines a deductive research approach, employing a descriptive survey design to collect both qualitative and quantitative data. The paper also addresses the association between service quality and client gratification, and formulates hypotheses regarding client perception differences and the relationship between service and gratification levels. The report aims to provide insights into how airlines can enhance client satisfaction and gain a competitive advantage.

Running Head: CLEINT SATISFACTION IN HIGH AND LOW COST AIRLINES
Cleint Gratification in high and low Cost Airlines
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Abstract
Airline industries face numerous challenges in satisfying the needs of clients while
striving to improve the organizational performance. The purpose of the current paper is to
recognize and analyse various elements that affect client service quality and gratification in both
the Easy Jet (Easy Jet) and Qatar Airways airline (Qatar) industries as both airlines aim at collect
maximum revenue. The paper will focus on the SERVPERF Model to explore the service quality
aspects in the airline industry. The paper will employ descriptive research method and
questionnaire to collect relevant information for data analysis.
Introduction/Background statement
Satisfaction/Gratification of client is regarded as the key factor to the success of all
organization especially the service-oriented industries such as the aviation industry. The aviation
industry is one of the prominent service industries in the world due to its nature and clients, who
always expect high service (Geraldine 2013). The global expansion of different airlines has
resulted in stiff competition that has forced different airlines to adopt different strategies to
enable them to withstand the impact of competitors. The fundamental strategy force in the
aviation industry is client service that is reflected on the quality of airlines services, nature of
fare charged, and the ambiance of the airline among many others. In doing so, airlines also take
into account of the operation cost to enable sustainable revenue collection. Airlines are
categorized under two major cost categories: Easy Jet and Qatar Airways airlines. Both
categories offer different aspects that aim at fulfilling client experience, gratification, and
loyalty.

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A large number of airlines are at cross-road whether to venture into Easy Jet or Qatar
Airways strategy to ensure maximum client experience and gratification that will be translated
into a competitive advantage in the airline market (Brochado, Rita, Oliveira & Oliveira 2019).
The following paper thus will investigate to determine what constitutes client gratification,
experience, and loyalty among the Easy Jet and Qatar Airways. Clients’ fulfilment thus will be
achieved by getting client perception.
Aims and objectives/ research question
The main aim of the current paper is to analyse various aspects that constitute clients service
aspects in various Qatar Airways and Easy Jet airlines in the world to achieve clients experience
and gratification. The current paper thus has the following objectives:
i. to clearly define the meaning of client service and gratification based on the airline
literature review
ii. to identify the various aspect that contributes to client service and gratification among the
Qatar Airways and low-cost airlines
To explore the objectives, the researcher develops various study questions that will control
the research process. The identified research questions thus are:
i. How do low-cost airlines fulfill their client experience and gratification
ii. How do Qatar Airways airlines fulfill their clients services experience and gratification?
iii. What are the perceptions of various clients on the services provided by both Easy Jet and
Qatar Airways airlines?
Literature Review

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Easy Jet (Easy Jet) and Qatar Airways airlines (Qatar)
Low-cost airlines refer to an airline intended to offer economical advantage in terms of
cost as the operations rely on the simple logistic principles thus charge an averagely low fare
(Materna, & Tomova 2016). Easy Jet is considered as the Easy Jet airline characterised with low
charges on the fares such as Easy Jet. Easy Jet is considered as the largest United Kingdome and
operates in more than 20 countries in Europe. Easy Jet carries about 65 million passengers per
year. Easy-jets have different services such as beverages and luncheons. On the other hand, High
Cost airlines refer to the traditional forms of airlines that incur the Qatar Airways of operations
in terms of improved and varied types of services thus resulting in the high fare (Kim & Kim
2018). In this regard, Qatar Airways is regarded as the high cost airline. Qatar Airways is one of
the world-class airlines with the various personalised services that make it more expensive than
easy jet.
Both Qatar Airways and Easy Jet are differentiated in terms of the services offered. Low-
cost airlines are characterized by the unavailability of frills services such as lounge at airports,
seat choice by passengers, catering services, refund and rebook with other different airlines
among many others. However, with diverse unavailability of the services, the low-cost airline
has tremendously grown in the aviation industry
Client service and gratification
In the current competitive business world, organizations focus more on clients to enhance
growth and performance as well as a competitive advantage. Organizations offer various clients
services that aim at satisfying clients. Thus both ‘client service’ and ‘client gratification’ are
perceived as a coin with different sides. Client service refers to the provision of various services

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to aclientbefore, during and after purchase to meet the client’s needs and desires (Kos, Kukar &
Vegelj 2017). The most common aspects that determine good client service is the ‘quality’ of the
service that is translated to the value of the money charged against the received services. Service
quality thus is viewed as a multidimensional concept that entails the products/services against
expectations and perceptions.
These services result in gratification. Buaphiban & Truong (2017) defines gratification of
client’s as the emotional feeling after usage of a particular product or service which in turn
dictates an individual attitude towards repurchasing of the same product in the future. Thus,
gratification of client’s, the gratification or distress is caused from the comparison of the
attributes of the products and the client’s expectations.
Client’s perception of service Quality
Client’s perception of the service quality is a multi-dimensional impression that entails
dissimilar groupings depending on the type of service offered. Client’s perception refers to the
marketing concept that entails the client’s feeling, responsiveness, and consciousness about the
company’s offers. Lerrthaitrakul and Panjakajornsak (2014) state the client perception is based
on the perception process that entails: selection attention that infers the affinity of clients to
differentiate and eradicate most of the info they are exposed to; selective distortion that implies
client’s’ tendency to embrace the existing beliefs while translating the captivated information;
and selective retention that implies client’s tendency to remember and concentrate more on the
significant information. Client service, client perceptions and gratification of client are correlated
in a model known as SERVQUAL Model.
SERVPERF Model

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Service quality is more complex than product quality perceptions. authors state that the
perception of service quality is found from the contrast between the consumers’ expectations
and the actual service performance since service delivery process have a great significant impact
on the outcome of the service regarding service quality perceptions. Leong, Hew, Lee and Ooi
(2015) identified ten determinants directly associated with consumer perception quality services:
a. Access –refers to the open-minded communication and friendliness such as availability of
email, convenient location among many others.
b. Communication-refers to the aptitude of an organization to present services in a more
convenient language
c. Competence-refers to the aptitude of an organization to provide the services more
conveniently to attain clients’ expectations
d. Courtesy-refers to the level of an organization’s friendliness, tolerance, and politeness
towards the clients
e. Credibility-refers to the ability of the organization to capture client’s trust and honesty
f. Reliability –refers to the ability of the organization to perform the services according to
the deadlines, budget, and billings thus making the consumer depend on the company.
g. Responsiveness-refers to the ability of the organization to respond to consumers concerns
in the shortest time possible
h. Security –refers to the aptitude of the company to protect clients from potential dangers
and harms
i. Tangibles –refers to the ability of the organization to offer evidence of the service process
Understanding the client–refers to the ability of an organization to know and meet the various
clients’ needs.

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Figure 1:client brand perception, obtained from
Airline Service Quality
Airline service is perceived as a complex set of numerous dimensions that constitute the
service quality. Airline service is categorized under two major groups: ground flight and in-flight
services stage (Greenfield 2014). The significance of each category differs on the extent of
passenger’s expectations and needs that also differ significantly from the actual service received.
Some clients suggested fare prices, client and luggage safety, flight patterns, comfort and
cleanliness, friendliness of the crew, on-time arrival and departure time among many others
Association between service quality and client gratification

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According to Rajaguru (2016) in the empirical study found close connection between
service quality and gratification, thus conclude that service quality as a key factor to client
gratification. Despite the strong positive association between service quality
andclientgratification, the two are viewed differently by clients. According to Korfiatis
Stamolampros, Kourouthanassis and Sagiadinos (2019) service quality and gratification of client
are antecedent of the superordinate gratification construct. In the airline industry, service quality
has a direct impact on the gratification of client that is translated to the client behavior such as
repurchase, positive word of mouth among many others. O’Connell and Williams (2005) on the
empirical study on the airline quality services found that different client’s perceived differently.
From the above literature review, the researcher thus can develop the following hypothesis:
H1: There is a difference in client perception between Easy Jet and Qatar airline services
H2: There is a close relationship between the difference of client services between Easy Jet and
Qatar alone services and gratification of client level.
Research Methodology
The current chapter aims at explicating the data gathering approaches and techniques that
will be useful in obtaining the necessary data for further analysis.
Research approach
Fletcher (2016) identifies two classifications of research approaches: Deductive and
inductive approach. Deductive approach refers to the theory testing since it requires a researcher
to develop a hypothesis from existing literature and design a research strategy to test the

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formulated hypothesis. While the inductive approach entails the building of theory through from
the collected data (Fletcher 2016). The current paper thus adopts deductive research approach as
it is the most suitable type of investigation that can provide relevant information for
understanding different factors contributing to clients’ gratification and client service among the
Easy Jet and Qatar Airways airlines in the world.
Research design
The research design signifies to the approved process of data gathering and scrutiny
method to have a concrete conclusion on the hypothesis. There are different kinds of research
design such as survey, experimental and exploratory among many others. The choice of the
search design depends on the objective of the research. The objective of the current paper is to
determine the client service aspect between the low-cost airline and Qatar Airways airline in
determining client gratification. Therefore, the current paper chooses descriptive survey search
design.
Descriptive survey design
The survey research design refers to the system in quantifiable study that aims at
investigating and describing the opinions and attitudes of a specific variable on the research
population (Kennedy 2013). The descriptive survey will enable the rescuer to collect clients’
perceptions on both the Easy Jet and Qatar Airways airlines regarding client service and
gratification. Consequently, descriptive survey has the capability to incorporate both the primary
and secondary research approaches thus offer the researcher with a better platform of data
gathering and study.
Data collection methods

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According to Fletcher (2016) there are two types of research data: qualitative and
quantitative data. In this current paper, both qualitative and quantitative data will be used to
complete the process. Qualitative methods will be used to build up the literature review from the
past authorize published books, journals, and articles. The literature review helps the researcher
to understand the topic better by bringing all aspect associated with airline client service and
gratification. On the other hand, the quantitative methods will be used to collect actual data that
will be essential for analysis to provide an answer to the research questions.
Population
The population of this study will be all passengers flying through the two identified
airlines (Qatar and Easy Jet Airlines) that will be identified. The sample size of the research will
be determined through the of Yamane’s formula since the population of USA Airlines are more
than is about 10,000. n=N/ {1+N (e) 2} where
n: sample size
N: Total population for the city
e: precision
n= 250
Sampling procedure
Since the population of the passenger are many, the researcher will employ a random
sampling method in recruiting the participant. The random sampling method is significant since
it eliminates the possibility of bias, thus providing information that can be generalized. The
researcher will approach each passenger and provide the information regarding the purpose of

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the researcher, allows the researcher to make a choice and then present the researcher with the
questionnaire.
Data collection technique
Data collection technique aids in gathering the required information that is relevant to the
research questions. The current paper will employee semi structured opinion poll as the data
collection tool. The researcher will create a questionnaire to acquire both qualitative and
quantitative data with the help of a 5-point Linkert scale.
Validity and reliability of Data Collection Technique
According to Fletcher (2016) data collection technique must be valid and reliable.
Validity refers to the aptitude of questionnaire to gauge the exactness of data and deliver
significant implications. On the other hand reliability refers to the aptitude of the questionnaire to
offer same information over repeated times in a given period by usage of the same research
method. Validity and reliability of current study’s questionnaire will be developed through
having a pilot study among the students in the university.
Data Analysis
Data analysis will be the last part of the whole research process and it will focus on
determination of the relationship of the collected data in regard to the topic under study. The data
analysis process thus will help to determine and correlate the impact of application of lean
supply practices in the organization and how it enhances the performance organization. Lee,
Sohn and Kim (2016) identify two types of data analysis: descriptive and inferential data
analysis.

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Since the paper entails the primary and secondary data, current paper will apply both the
descriptive and inferential data analysis to heighten competent data interpretation. The researcher
will first clean the collected quantitative data before they are fed into the analysing software such
as SPSS. The qualitative data will be interpreted by grouping together all the responses
concerning the effect of lean supply chain management on the organizational performance and
result in will be presented in distribution frequency.
Ethical issues:
University Research Ethical Committee will provide the approval to the research process
after going through the proposal and data collection technique as well as the participants consent.
The researcher will also apply all the research ethical principles that are: Beneficence, justice,
non-maleficence and autonomy.
Business and managerial implications of the research
The results from this research will be significant to both Easy Jet and Qatar Airways
airlines in understanding the constituents of the gratification of client elements from the client
perceptions. This will help various airlines to know how to improve and enhance gratification of
client while remaining sustainable and competitive in the aviation market. Secondly, the paper
will add value to the existing literature, thus can be used in the future for reference.
Limitations of the proposed study
The current paper will be probably faced with the unavailability of enough cash to
conduct an extensive literature review, and data collection as the population is too large.